@Edoftheworld: You must be new to this business. The point of advertising is not creating super-smart, oh-fuck-how-clever-i-am, cannes-lion-winning, semi cryptic ads that only a few understand. Average consumer will give you 1.5 seconds of their time when flipping thru magazine or driving by a billboard. That’s it. That’s all the time you have to convey the message and grab attention. And yes, advertising is mostly literal, with some clever (and occasionally humorous) twists. It’s not art, it’s a craft at best with lots of psychology thrown in. The goal of advertisers is to move a client’s product and build his brand. If you want art, interpretation, introspective and deep thoughts, go to an art gallery, read a book or watch Dogme 95 film.